Not applicable.
Not applicable.
Elements and Performance Criteria | |||
Element | Performance Criteria | ||
1 | Identify the target market | 1.1 | Approaches to determining and describing the total market for a product or service are evaluated and chosen |
1.2 | The target market is defined in terms of the consumers to be included as prospective users of a product or service | ||
1.3 | Descriptions of the target market use the same terms as those used to describe media audiences | ||
2 | Segment the market | 2.1 | Criteria to use in segmenting the market are evaluated and chosen in accordance with the advertising brief |
2.2 | Sources of information for segmenting and profiling markets are identified and accessed in accordance with the advertising brief | ||
2.3 | The market is segmented in accordance with the selected criteria | ||
2.4 | Market segments are evaluated for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns | ||
2.5 | Market segment/s are selected to meet the requirements of the advertising brief or new segmentation criteria are chosen and applied | ||
3 | Profile target audience | 3.1 | The total market and the selected market segment/s are described in the form of a consumer profile that identifies consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection |
3.2 | Demographic and/or psychographic descriptions are used in the consumer profile in accordance with the requirements of the advertising brief | ||
3.3 | The profile meets organisational requirements in terms of language, format, content and level of detail | ||
Not applicable.
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Rationale for choosing approach to describing the market and segmentation criteria
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Advertising brief
Purposes of advertising
Advertising objectives
Underpinning Skills
Literacy skills to identify demographic and other information, to write descriptive
Communication including clarifying and reporting
Numeracy skills for collecting and analysing quantitative information
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2) - to evaluate market segments
Communicating ideas and information (Level 2) - through the development of a consumer profile
Planning and organising activities (Level 2) - to choose approaches and criteria to segment the market
Working with teams and others (Level 2) - to identify and access sources of information for segmenting and profiling
Using mathematical ideas and techniques (Level 2) - to analyse data and draw conclusions
Solving problems (Level 3) - by evaluating segments and re-doing the process if necessary
Using technology (Level 1) - to apply segmentation criteria and analyse data if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency and should be read in conjunction with the Range Statement.
Critical Aspects of Evidence
Integrated demonstration of all elements of competency and their performance criteria
Rationale for choosing approach to describing the market and segmentation criteria
Underpinning Knowledge*
* At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts.
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Advertising brief
Purposes of advertising
Advertising objectives
Underpinning Skills
Literacy skills to identify demographic and other information, to write descriptive
Communication including clarifying and reporting
Numeracy skills for collecting and analysing quantitative information
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource Implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of Performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of Assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Key Competency Levels
Collecting, analysing and organising information (Level 2) - to evaluate market segments
Communicating ideas and information (Level 2) - through the development of a consumer profile
Planning and organising activities (Level 2) - to choose approaches and criteria to segment the market
Working with teams and others (Level 2) - to identify and access sources of information for segmenting and profiling
Using mathematical ideas and techniques (Level 2) - to analyse data and draw conclusions
Solving problems (Level 3) - by evaluating segments and re-doing the process if necessary
Using technology (Level 1) - to apply segmentation criteria and analyse data if required
Please refer to the Assessment Guidelines for advice on how to use the Key Competencies
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Approaches to determining the total market may include:
identifying consumers with relevant needs
identifying current users of a product or service
identifying people with related characteristics
Terms used to describe media audiences may include:
demographics:
age
sex
education
marital status
occupation
nationality
first language
children
income
Market segmentation is
the process of dividing a market into consumer subgroups, each of which has different needs
Criteria to use in market segmentation may include:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
social and cultural factors
business characteristics
Sources of information for segmenting and profiling markets may include:
industry sources
existing research data
original a priori research (where the market segments are assumed at the beginning and research is used to confirm them)
original response based research
Consumers may include:
individuals
businesses
households
Standard statistical terms
are those categories used by the Australian Bureau of statistics in collecting and reporting census data
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
relevant industry codes of practice
Approaches to determining the total market may include:
identifying consumers with relevant needs
identifying current users of a product or service
identifying people with related characteristics
Terms used to describe media audiences may include:
demographics:
age
sex
education
marital status
occupation
nationality
first language
children
income
Market segmentation is
the process of dividing a market into consumer subgroups, each of which has different needs
Criteria to use in market segmentation may include:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
social and cultural factors
business characteristics
Sources of information for segmenting and profiling markets may include:
industry sources
existing research data
original a priori research (where the market segments are assumed at the beginning and research is used to confirm them)
original response based research
Consumers may include:
individuals
businesses
households
Standard statistical terms
are those categories used by the Australian Bureau of statistics in collecting and reporting census data
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
Not applicable.
Not applicable.
Not applicable.